Journal of Naval Science and Engineering

2010, Vol. 6 , No.2, pp. 76-88

MEASURING CUSTOMER SATISFACTION:

MUST OR NOT?
Emrah Cengiz Ph.D
Associate Professor
Istanbul University
Faculty of Political Sciences
Department Of Business
ecengiz@istanbul.edu.tr
Abstract
Customer satisfaction and measurement issues have vital roles for businesses
in providing and maintaining a competitive advantage. It is recognized that
the businesses forming components of marketing mix by acknowledging the
customers expectations, receive customer loyalty and profit in return. Via
measuring customer satisfaction, organizations do not only have customer
knowledge also have competitors knowledge in the market.

MTER MEMNUNYETNN LLMES:

ZORUNLU MU? DEL M?
zete
letmeler iin mteri memnuniyeti ve lmlenmesi konusu rekabet avantaj
salama ve srdrlmesi asndan hayati neme sahiptir. Mterilerinin
beklentilerini renerek bunlar karlayacak pazarlama karmas bileenlerini
oluturan iletmeler bunun karln mteri sadakati ve karllk ile aldklar
grlmektedir. Mteri memnuniyeti aratrmalar ile mterilerin firma ve
rn/hizmetleri ile ilgili dnceleri yannda rakiplerin durumu ilgili tespit
yapma imkn salar.
Keywords: Customer Satisfaction, Customer Satisfaction Measurement,
Business
Anahtar Kelimeler: Mteri Memnuiyeti, Mteri Memnuyeti lmlemesi,
letme

76

Emrah CENGZ

1.

INTRODUCTION

In an increasingly competitive environment, companies must be

customer oriented [1] and customer satisfaction represents a modern
approach for quality in business life and serves the development of a truly
customer-oriented culture and management.
Modern management science's philosophy considers customer
satisfaction as a baseline standard of performance and a possible standard of
excellence for any business organization. [2] To reinforce customer
orientation on a day-today basis, a growing number of companies choose
customer satisfaction as their main performance indicator. [3]
Total Quality management is the culture of an organization
committed to customer satisfaction through continuous improvement. This
cultures varies both from one country to another and between different
industries, but has certain essential principles which can be implemented to
secure greater market share, increased profits and reduced costs. [4]
Business management and marketing are concerned with ways of
satisfying and retaining customers for the purpose of generating profits,
improving companies competitiveness and securing market share. Some of
the major themes in the business management domain include studies of
customer relationship marketing, which analyses how customer satisfaction
relates to competitiveness and profits, methods for measuring customer
satisfaction. [5] After all, the underpinning of the marketing concept is that
identification and satisfaction of customer needs leads to improved customer
retention [6]
A growing body of empirical work supports the fundamental logic
that customer satisfaction should positively influence customer retention. It
is argued that by increasing retention, customer satisfaction secures future
revenues and reduces the cost of future customer transactions, such as ones
associated with communications, sales, and service. As a consequence, net
cash flows should be higher. At the same time, greater customer retention
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Measuring Customer Satisfaction: Must or Not?

indicates a more stable customer base that provides a relatively predictable

source of future revenue as customers return to buy again, one that is less
vulnerable to competition and environmental shocks. [7]
The customer satisfaction or dissatisfaction a ``cognitive or affective
reaction'' emerges as a response to a single or prolonged set of service
encounters. [8] Satisfaction is a ``post consumption'' experience which
compares perceived quality with expected quality, whereas service quality
refers to a global evaluation of a firm's service delivery system. [9][10]
2.

DEFINITON OF CUSTOMER SATISFACTION

There is growing managerial interest in customer satisfaction as a

means of evaluating quality. High customer satisfaction ratings are widely
believed to be the best indicator of companys future profit. Satisfaction can
be broadly characterized as a post-purchase evaluation of product quality
given pre-purchase expectation. [11]
Customer satisfaction can be experienced in a variety of situations
and connected to both goods and services. It is a highly personal assessment
that is greatly affected by customer expectations. Satisfaction also is based
on the customers experience of both contact with the organization and
personal outcomes. Some researchers define a satisfied customer within the
private sector as one who receives significant added value to his/her
bottom linea definition that may apply just as well to public services. [12]
In today's competitive business environment marketing managers are
more influenced from customer expectation and meeting the demand for
customer satisfaction is very important for them. Every organization must
define customer satisfaction regarding their market. So customer satisfaction
could not be defined only standard or quality of product. Customer
satisfaction is about relationships between the customer and product or
service and the provider of a product or service.

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Emrah CENGZ

Customer satisfaction is a highly personal assessment that is greatly

influenced by individual expectations. Some definitions are based on the
observation that customer satisfaction or dissatisfaction results from either
the confirmation or disconfirmation of individual expectations regarding a
service or product. To avoid difficulties stemming from the kaleidoscope of
customer expectations and differences, some experts urge companies to
concentrate on a goal thats more closely linked to customer equity.
Instead of asking whether customers are satisfied, they encourage
companies to determine how customers hold them accountable. [13]
Customer satisfaction is the degree to which a customer perceives
that an individual, firm or organization has effectively provided a product or
service that meets the customers needs in the context in which the customer
is aware of and / or using the product or service. Satisfaction is not inherent
in the individual or the product but is a socially constructed response to the
relationship between a customer, the product and the product provider
/maker. To the extent that a provider / maker can influence the various
dimensions of the relationship, the provider can influence customer
satisfaction. [14]
Although definition of customer satisfaction has been widely
debated as organizations attempt to measure it, definition of customer
satisfaction could be summarized as follows. Table 1 shows different
approach to the definition of customer satisfaction.
The customer satisfaction definitions listed below are arranged in
chronological order by Millana and Esteban (2004). For further readings
about development of customer satisfaction concept articles of listed
authors' can be useful for researcher.

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Measuring Customer Satisfaction: Must or Not?

Reference
Oliver (1981, p. 27)

Swan, Trawick, and

Carroll (1982, p. 17)

Churchill and
Surprenant,
(1982, p. 491)

Labarbera and
Mazursky
(1983, p. 394)

Definition
Final psychological state
resulting from the
disconfirmed expectancy
related to initial consumer
expectation

Evaluative or cognitive
opinion which analyses
whether the product
represents a satisfactory or
poor result for its end users

Key words
Evaluation

Object
Surprise

Final psychological
state

Disconfirmed
expectancy with
relation to prepurchase
expectations

Emotional response
Evaluative or
cognitive opinion

Emotional response towards

product
The conceptual response by
the consumer to the
purchase and use of a
product which comes from
the comparison of the
rewards and cost of
purchase relative to
expectations

Emotional response

Operatively, similar to an
attitude because it can be
measured as the total
satisfaction from various
attributes
Subsequent evaluation of
purchase

Attitude

Result

Evaluation

Evaluation of surprise
derived from the purchase
of a product or service

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Product results

Comparison of
costs and rewards
of product relative
to expectations

Surprise

Emrah CENGZ

Reference

Definition

Cadotte, Woodruff,
and Jenkins
(1987, p. 305)
Tse and Wilton
(1988, p. 204)

Impression after the

evaluation of use of the
product or service
Consumer response to the
evaluation of the perceived
difference between
expectations and final result
after consumption

Impression created
by evaluation

Use of product or
service

Response made by
evaluation

Westbrook and
Oliver
(1991, p. 84)
Fornell
(1992, p. 11)

Subsequent evaluative
opinion of choice relative to
specific purchase
Overall evaluation after
purchase

Evaluative opinion

Perceived
difference between
expectations (other
measures of
results) and the
actual result of the
product
Choice of specific
purchase

Oliver
(1992, p. 242)

The coupling of coexisting

attributes to other
sensations derived from
consumption
Emotional response
associated with a specific
transaction resulting from
the comparison of the result
of the product to some set
standard prior to purchase
Judgement of sufficient
level of satisfaction offered
by a product or service
during consumption

Addition of attributes
to other sensations
derived from
consumption
Emotional response

Halstead, Hartman,
and Schmidt
(1994, p. 122)

Oliver,
(1996, p. 13)

Key words

Overall evaluation

Evaluative response
of satisfaction level
during consumption

Object

Comparison of the
perceived result
after purchase with
expectations prior
to purchase
Product attributes

Product result
compared to
standard expected
prior to purchase
Product or service

Table 1.Concept of Satisfaction

Source: Millana, Angel, Esteban, Agueda, Development of a multiple-item scale for
measuring customer satisfaction in travel agencies services, Tourism Management, 25,
2004, 533546.

All the definitions of customer satisfaction describe the formation of

satisfaction as a process; they define the key variables and the mechanisms
of interaction of those variables and they recognize that satisfaction is the
final step of a psychological process. It is perceived as the final result of all
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Measuring Customer Satisfaction: Must or Not?

activities carried out during the process of purchase and consumption and
not only of observation and or direct consumption of the product or service.
All the reviewed definitions maintain, in one way or another, that
satisfaction implies: [15]
1) The existence of an objective that the consumer wishes to reach.
2) The attainment (satisfaction) of this objective can only be judged
by taking a standard of comparison as a reference.
3) The evaluation process of satisfaction implies the intervention of
at least two stimuli: a result and a reference or standard of comparison
3. MEASURING CUSTOMER SATISFACTION
From the beginning of the customer service revolution almost 20
years ago, a body of business research has focused on customer satisfaction
and customer-focused organizations. [16] All customer satisfaction studies
share the same underlying principle: to assess the performance of an
organizations products or services on the basis of how they are perceived
by the customer. Whether those perceptions are misplaced, lag behind
current performance or are a very accurate interpretation, customer
perceptions matter. Indeed, understanding these perceptions provides a
critical understanding of future customer behavior. [17]
In the 'new economy' knowledge is a resource as well as,
increasingly, a product: with tangible goods becoming globally standardized
and best practices travelling fast, companies gain competitive advantages
through constant innovation, better targeting of customers and additional
services. Those strategies cannot be applied to the arm's length type of
customer relations. The higher the innovative and service component, the
more the customer becomes part of the performance equation. Customer
relations then constitute an important asset that should be monitored just
like physical assets. Most emerging approaches to the measurement of
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Emrah CENGZ

intellectual capital agree on the importance of customer capital, as expressed

in sales, satisfaction and reputation. Accordingly, those approaches
distinguish between reference customers (reputation), new customers or first
trial customers (new sales) and repeated customers (satisfaction, sales).
Independently of approaches to the measurement of intellectual capital,
marketing literature has suggested a wide array of industry-specific models
to monitor customer satisfaction. [18]
Measuring customer satisfaction is beyond the constitution happy
customers. Measuring customer satisfaction is about profit and competitive
advantage. To achieve long term success in the market, firm should monitor
the customer satisfaction signals regarding product, service and relationship.
Measuring customer satisfactions provide a comprehensive insight to the
customer pre and post purchase behavior. Without this approach
understanding, improving and developing better customer services could not
be possible.
Thus, business consultants, corporations and others have worked to
identify the characteristics of organizations that consistently please their
customers, to develop tools for monitoring customer satisfaction, and to
build continuous, quality improvement systems that respond to consumer
feedback. [19]
Measures allow business to: 1) know how well the business process
is working 2) know where to make changes to create improvement, if
changes are needed; 3) determine if the changes led to improvement .
Knowledge of customer perception and attitudes about an organizations
business will greatly enhance its opportunity to make better business
decisions. These organizations will know their customer requirements or
expectations and will be able to determine if they are meeting those
requirements. [20]
Before measure something it must be known what will measure and
why. The measurement program must answer the who, what, when, where,
how and why questions that are essential for success: [21]
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Measuring Customer Satisfaction: Must or Not?

Who will measure customer satisfaction? the answer is

everyone

What must be measured? Everything and anything that

affects customer.

When must you measure? All the time.

Where do you measure? Throughout the entire company and

every process that has effect on customer satisfaction and quality.

How do you measure? Throughout establish performance

standard and criteria that are quantifiable to evaluate performance against
numbers and data.

Why you measure? To learn how to improve quality and

increase customer satisfaction.
Customer satisfaction measurement and marketing research
activities marketing research and customer satisfaction measurement is
being confused with each other. There are many differences between
customer satisfaction measurement and marketing research. Table 2 shows
the differences between marketing research and customer satisfaction
measurement.
The Issue
Who to survey

Marketing Research
A sample-a statistically
representative sampling

Customer Satisfaction Measurement

A census-all customers should be given
the opportunity to participate

Participants
identities

Kept confidentialparticipants answers are

never read individually,
only when combined with
other participants
answers in averages,
distributions, etc.

May require feedback-individuals

ratings should be examined, searching for
individuals with specific problems
requiring solutions.

Acknowledgment
of Participation

Not essential-establishing
goodwill with sample is
irrelevant, it is unlikely
they will ever be sampled
again
No, participants will

Essential their participation in future

surveys is desired, it is also desirable to
establish goodwill so they will continue
to buy our products/services

Repeated

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Essential, we need to track the growth or

Emrah CENGZ

The Issue
measurements?
When to survey

Marketing Research
become sensitized to the
issues, making their
responses less valid
A single wave may be
sufficient

Customer Satisfaction Measurement

decline in individuals satisfactions

Continuous surveying is best, it is less

likely to reflect one specific contact event
and more likely to reflect the cumulative
experience with the organization
The purpose
To collect information
To collect information, to solve specific
customers problems, and to
communicate to all customers their
opinions are desired
Table 2. The Difference between Marketing Research and Customer Satisfaction
Measurement
Source: Terry G. Vavra, Improving your measurement of customer satisfaction: a guide to
creating, conducting, analyzing, and reporting customer satisfaction measurement
programs, ASQ Quality Press, 1997, p.60.

As it shown on the table there are many differences between

marketing research and customer satisfaction measurement Regarding target
of the survey, participants identities, acknowledgment of participation,
repeated measurements, timing, and purpose we cannot say they are totally
same processes.
3.1.

Types of Customer Satisfaction Surveys

There are several different types of Customer Satisfaction research

exercises, which can be differentiated by both the scope and scale of
customer satisfaction measurement. Ideally, the customer satisfaction
measurement program should be based on the assessment of the full product
and service range, including issues of branding, product and price,
distribution and service. On other occasions the assessment will focus on
narrower performance criteria, such as customer service performance or a
sub set of it, such as the performance of a help desk function. [22]

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Measuring Customer Satisfaction: Must or Not?

Figure 1. Scope of Customer Satisfaction Measurement

Source: Customer Satisfaction Research, January 2001, http://www. benchmark.
research.co.uk, 17.02.2010

CSM programs can also be differentiated by the scale of program. If the

focus of the survey is only with the immediate customer base (e.g. does not
include performance comparisons with competitors) it is a Customer
Perceptions Survey (CPS). If, however, the survey includes competitor
organizations and seeks to provide benchmarks of customer satisfaction
performance across an industry as a whole, it is a Customer Benchmarking
Survey (CBS). [23]
4.

CONCLUSSION

There is no doubt that customer satisfaction has vital role for every
organization among business life. It can be said that measuring customer
86

Emrah CENGZ

satisfaction in this competitive business environment is "must".

Organizations which want to meet customers' expectations should use this
marketing tool properly. This paper has aimed to illustrate the importance of
customer satisfaction and customer satisfaction measurement. This study
has conceptually defined what is customer satisfaction and customer
satisfaction measurement regarding the related literature.
Without any obvious target set before measuring customer
satisfaction, the process is not very useful for researchers and organizations.
Thus every customer satisfaction measurement process has clear objectives
to reach. One thing that has to be kept in mind is measuring customer
satisfaction is not one time process. To achieve life time success,
organizations must learn customer expectations 7/24/365 period and try to
meet them by customized marketing mix.
The target of the satisfaction measurement effort has identical role
for the process. Relationship between customer and product or service and
relationship between customer and provider can be the target of
measurement process. Therefore, limited vision for customer satisfaction
issue cannot generate meaningful information to make strategic decision.
REFERENCES
[1] Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and
Control, 9th ed., Prentice Hall, Upper Saddle River, NJ., 1997.
[2] Gerson, R.F., Measuring Customer Satisfaction. Menlo Park, CA. 1993.
[3] Mihelis A, Grigoroudis E., Siskos Y., Politis Y., Malandrakis Y., Customer Satisfaction
Measurement in The Private Bank Sector, European Journal of Operational Research 130
(2001) 347-360.
[4]Kanji, G.K., 1997, Quality Culture And Business Excellence, Proceedings Of The
International Symposium On Manufacturing Management ISMM, Aucland, 18-21 in Gopal
K.Kanji, William Wallace, Business Excellence Through Customer Satisfaction, Total
Quality Management, Vol.11, No:7, 2000, 979-988.
[5] Thomson, K., "The Benefits Of Measuring Customer Satisfaction." CMA Magazine,
69(7): 1995, 32-37.
[6] Day, G.S , ``The Capabilities Of Market-Driven Organizations'', Journal of Marketing,
Vol. 58 No. 4, 1994, 37-52.
[7] Eugene W., Anderson, Fornell, Claes, Mazvancheryl, Sanal K., "Customer Satisfaction
and Shareholder Value", Journal of Marketing, Vol. 68, 2004, 172185.

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Measuring Customer Satisfaction: Must or Not?

[8] Rust, R.T. and Oliver, R.L. ``Service Quality: Insights And Managerial Implications
From The Frontier'', in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions
in Theory and Practice, 1994, 241-68.
[9] Anderson, E.W. and Fornell, C., ``A Customer Satisfaction Research Prospectus'', in
Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice,
1994, 241-68.
[10] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. , ``Servqual: A Multiple-Item Scale
For Measuring Consumer Perceptions Of Service Quality'', Journal of Retailing, Vol. 64,
Spring 1988, 12-40.
[11] Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and
Control, 7th ed., Englewood Cliffs Prentice Hall, NJ., 1991.
[12] Hanan, Mack and Karp, Peter, "Customer Satisfaction: How to Maximize, Measure,
and Market Your Companys Ultimate Product, American Management Association, New
York 1989, XII.
[13] Nick Wreden, Whats Better Than Customer Satisfaction? Viewpoint, May 24,
2004,Destination
CRM.com
(Customer
Relationship
Management),
www.destinationcrm.com/articles/default.asp?articleid=4056.
[14] Reed, John H., Hall, Nicholas P., Methods For Measuring Customer Satisfaction,
Energy Evaluation Conference, Chicago,1997.
[15] Millana, Angel, Esteban, Agueda, Development of a multiple-item scale for measuring
customer satisfaction in travel agencies services, Tourism Management, 25, 2004, 533546.
[16] Zemke, Ron, Schaaf, Dick, The Service Edge: 101Companies that Profit from
Customer Care, New York: New American Library, 1989, p.31.
[17] Customer Satisfaction Research, January 2001, http://www. benchmark.
research.co.uk, 17.02.2010.
[18] Mccoll-Kennedy, Janet, Schneider, Ursula, Measuring Customer Satisfaction: Why,
What And How, Total Quality Management, September 2000, Vol. 11/7, 883-897.
[19] Center Fort He Study Of Social Policy, Customer Satisfaction, Improving Quality And
Access To Services And Supports In Vulnerable Neighborhoods, What The Research Tells
Us February 2007, p.5.
[20] Hayes, Bob E., Measuring Customer Satisfaction, Development and Use of
Questionnaires, ASQC Quality Press, Milwaukee, Wisconsin, 1992, p.1.
[21] Gerson, op.cit.
[22] http://www. benchmark. research.co.uk, op.cit.p.7.
[23] Ibid.

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